Attitude strength and the attitude-behavior domain: Magnitude and independence of moderating effects of different strength indices

A series of moderated multiple regressions was used to examine the moderati ng role of four attitude strength indices in the attitude-behavior domain. Consistent with previous findings, significant moderating effects were foun d for evaluative-cognitive consistency, attitude certainty and latitude of rejection. Results failed to confirm the moderating effect of importance. A dditional analysis revealed that both evaluative-cognitive consistency and certainty had partially independent moderating effects on the attitude-inte ntion relation. Evaluative-cognitive consistency was found to be the more i mportant moderator. The latitude of rejection moderating effect was not ind ependent of evaluative-cognitive consistency and certainty. The implication s of these findings for developing a better understanding of attitude stren gth are discussed.